I'm looking at needing to acquire personal health insurance in the next few months as I move from a job with good benefits to self-employment, and I've found that it's pretty difficult to compare the quality of the various plans out there.
A friend of mine has had a terrible experience with a major company (Aetna), so I'm somewhat sensitized to the risks. However, when I try to Google for information or reviews, I get nothing but internet marketing spam/sales pages, so that's been worse than useless.
How can I find honest information about my options? Is asking around for personal experiences/trial and error the only way?